Selvaraj N and Balakrishnan
“Consumption plays a central role in economic theory. The most popular theories and models in economic consumer research portray consumers as somewhat passive and rational decision makers and assume that well-defined and insatiable desires for goods and services drive consumer behaviour in the market”. But it may change due to the influence of various economic, cultural and environmental factors. It is vital to find out the determinants of the behaviour and intention of the customer in purchasing a small car. This study may help the car manufacturers to understand their position in service quality, manufacturing and marketing systems. So the manufacturers can boldly enter into the venture of small car production by involving suitable strategies commensurate with the expectations of customers and give them satisfaction. The hypothesis “There is no difference of perception between male and female customers in respect of variables under Affordability” was partially rejected with regard to the above two variables. But with regard to other ten variables, it is accepted. Inspite of ambition and need for a car, the customer should have affordability to purchase a car. So, to suit their affordability, the price of the car and their initial costs should be within the limit of the customer’s income or savings. Also even after purchase a car, the customer has to bear expenditure on fuel, maintenance of engine and repairs. Therefore, according to the availability of funds with the customer, he has to restrict his expenditure in reasonable way and choose the car fit in to their economic condition.
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